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Case Study: Kmart AU
From Media Estimates To Proven Footfall Outcomes
How Kmart, UM, and Kinesso Used Beatgrid single-source measurement (cross-platform exposure + retail visitation) To Prove Cross-Media Impact On In-Store Visits
The Challenge
Kmart, working with agency UM and IPG’s Kinesso, needed to know whether its cross-media investment — spanning linear TV, BVOD and YouTube — was reaching incremental audiences, or simply duplicating exposure across three siloed measurement systems.
Traditional approaches — platform-reported impressions, OTS, and single-channel brand studies — couldn’t answer the questions that mattered:
- How much reach across TV, BVOD and YouTube was overlapping versus incremental
- Whether exposure was translating into real brand lift, not just recall
- Whether any of it was actually moving people into stores
Without a unified, deterministic view, Kmart, UM and Kinesso were reconciling three separate self-reported datasets — none of which could speak to each other, and none of which could be checked against footfall.
Main Objectives
- Quantify cross-media reach and frequency across TV, BVOD and YouTube
- Measure incremental reach and identify audience overlap between channels
- Assess brand lift across awareness, consideration, purchase intent and advocacy
- Attribute in-store footfall to specific ad exposure, at store level, across the retail network
The Beatgrid Solution
Kmart partnered with Beatgrid to run a single-source, cross-media ad exposure & retail footfall measurement study using Beatgrid’s ACR-powered panel, measuring the same person.
- Measurement period: 27 March – 29 May 2023
- 1,097 respondents surveyed, with exposure classified deterministically — not by self-reported recall
- Footfall tracked via geolocation across 296 Kmart stores (209 large, 45 medium, 42 small)
- Exposure, brand outcome and footfall data unified within a single measurement framework — no stitching required across siloed platform reports
The Results
1. Reach & Frequency Across Channels
- Campaign reached 71% of people aged 18-69, at 11.2x cumulative frequency
- Linear TV delivered the most reach (49.55% cumulative) and the highest cumulative frequency (13.10x)
- TV carried the highest exclusive reach (57%); BVOD had the lowest (23.55%) — the most duplicated channel in the mix
- BVOD & TV overlap was the single largest duplication pocket: +11.51% of the audience (1.97M people) exposed to both
What this means: Not all reach is equal. The channel delivering the most volume also carried the most overlap relative to its exposure — shifting the allocation conversation from how much reach a channel delivers to how much of it is actually incremental.
2. Brand Lift By Channel
- BVOD significantly lifted Unaided Awareness (39% control vs. 46% exposed)
- Exposure to any channel drove Advertising Awareness and In-Store Purchase Intent
- YouTube uniquely lifted Online Purchase Intent (32% vs. 46%) and drove the strongest In-Store Purchase Intent shift (57% vs. 72%)
- Brand metrics showed almost no correlation with actual store visitation — only In-Store Purchase Intent showed a weak association (r = 0.228)
What this means: Stated intent and actual behaviour diverge. Brand lift alone doesn’t reliably predict footfall — measuring both on the same panel is what lets Kmart see the gap, rather than assume it away.
3. Retail Attribution
- 105K incremental average visitor trips per week were attributed to the campaign, on a 7-day lookback window
- TV drove the highest absolute conversion (+83K weekly visitors) but the lowest lift rate of the three channels (+2.3%)
- YouTube, despite the lowest reach, delivered the highest conversion rate lift (+4.85%) — the most efficient channel per exposure
- BVOD landed in between, at +2.91% lift
What this means: Reach and efficiency are not the same thing. The channel with the smallest footprint drove the strongest per-exposure return on footfall.
The Outcome
- Validated that cross-media brand investment translated into 105K incremental store visits per week
- Identified exactly where reach was duplicated versus incremental across TV, BVOD and YouTube — a de-duplicated view no single platform report can produce on its own
- Surfaced that brand metrics alone would have misdirected investment decisions, absent footfall as the ground-truth outcome
- Gave Kmart, UM and Kinesso one deterministic dataset to reconcile channel-level performance, replacing three separate, siloed views
Why it Matters
In a fragmented cross-media landscape, platform-reported reach and stated purchase intent tell an incomplete story on their own. Overlap goes undetected. Intent doesn’t guarantee a store visit.
With single-source, person-level measurement, Kmart could see — not estimate — which channels drove unique reach, which drove brand lift, and which actually moved people into stores.
And ultimately, prove what actually drove the visit.
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